ADMS 2200 Chapter 11: Developing and Managing Brand and Product Strategies

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Jean Adams

Document Summary

Adms 2200 chapter 11 developing and managing brand and product strategies. Brand name, term, symbol, design that identifies product of one firm while differentiating from competitors. Brand recognition consumer awareness and identification of a brand. Often first objective for newly introduced products: methods. Brand preference buyers rely on previous experience with product to choose that product again. Brand insistence consumer refusal of alternatives and extensive search for desired merchandise. Third stage in brand loyalty: types of brands. Generic products goods sold without any effort of branding. Food, staple products: purchase increases during economic recession. Manufacturer"s brand brand name owned by manufacturer: sony, pepsi, heinz, etc. Private brands brands offered by wholesalers and retailers: wal(cid:373)a(cid:396)t"s old ro(cid:455) dog food, et(cid:272), method of reaching additional market segments. Put sto(cid:396)e"s o(cid:449)(cid:374) la(cid:271)el o(cid:374) si(cid:373)ila(cid:396) p(cid:396)odu(cid:272)ts. Captive brands: national brands that are sold exclusively by retail chain. Family and individual brands: family brand single brand name that identifies several related products.